Getting back in the game!
quality prizes for people to win - “We want to get that ‘wow’ factor, the ‘I want to win that prize’ scenario,” - , adding that it is also important to win what you see. So what are the latest coin-op and midway game
successes to be found in parks? “As far as the midway games go,” Sparks observes, “it’s
reinventing old classics which are fair, such as Hook-a-Duck, basketball, ball-in-bucket and Can Smash,” he points out, “while on the coin-op side, Deal or No Deal and Guitar Hero are very popular.” Another expert in the field of games in parks is Neal
Rosenberg, who prior to recently setting up SN Enterprises, previously represented Belgian games manufacturer Elaut. In an effort to move into the parks arena, some time ago Elaut became a major shareholder in Monduce, Inc., which led the company, and Rosenberg, into US park operations with its large range of products. “We ran a lot of remote control attractions and arcades
in parks,” recalls Rosenberg, “and made some great inroads into parks with Elaut products which were very, very successful.” Elaut subsequently bought out its partner in Monduce,
Inc., to create Elaut US, with Elaut products then being produced in the US under the Elaut Skeeball Co. banner, although this was a short-lived arrangement. So how important does Rosenberg feel coin-op equipment and midway games are to parks these days and why? “They are a lot more important than people give them
credit for,” he comments. “They can account for close to five per cent of a park’s income. We’ve expanded the role of the typical arcade, running instant win and scattering it around the park rather than having it just in an arcade, but also operating photo booths, penny press machines, fish feeders, etc. All sorts to expand beyond the usual video arcade. “Video is more or less a dying function of the industry because people can do so much more at home these days to get a better experience and not pay any dollars for it. But you can’t duplicate redemption or instant win like on a crane or lighthouse game. The instant gratification for the player is what they are looking for.”
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And he notes that such attractions are important for both
large and small parks. “This type of equipment holds no bounds to the size of
park,” he says. “In the larger parks, they have the ability to put in arcades all round but in smaller ones there maybe just one games room. Larger parks can do more; it’s a matter of scale, like having one Skeeball alley compared to 10, with people playing against each other to give that competitive element which helps get more people playing. It’s the same with cranes with different merchandise in each unit. “You should always be trying to better the experience
for the guest so need to have nice rooms and areas. Kid’s games are important to the whole mix too. The age range for players goes from parents with little ones to adults.” Referring to the type of equipment a good arcade or
midway should have, Rosenberg says this can be a mixture of all kinds of activity, also noting that parks usually go to games suppliers/operators to see what they can offer. “One of the unique hooks we had was the remote control
attractions,” he explains, “and it was through these that we were also able to get involved in arcades. Not many other companies did remote control and we sold ourselves as being able to do it all rather than dealing with different suppliers and operators. It is always to the park’s advantage to work with one company.” And he says that crane machines have been one of the
most successful types of coin-op equipment over the years, with the chance of an instant win and good quality prizes being key. “High value prizes are very popular. Everyone wants to
play for phones, iPods and other really good stuff. They are willing to spend more money to do this and play for one or two dollars to win these items. Merchandise has always controlled the industry. If it’s good they will play. Merchandise sells a crane. If you put garbage in there, no- one will play it.” At Germany’s Europa-Park, Ralph D. Stumpf, director
shopping, explains that the park offers redemption and midway games (which are operated by HB Leisure) which for visitors are an attractive additional offer alongside the rides and shows of a leisure park. “And although midway and redemption games are not
the main attractions at Europa-Park,” he continues, “we still put a lot of importance on (their) high quality. Midway and redemption games can be an attractive entertainment
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